How to Use Twitter to Drive Traffic to Your Primary Channel

All social media is there for relationship building with the ultimate goal of driving people back to our primary channel. I think there's a huge mistake when we use third party sites to build a platform because we don't own that. Facebook is a perfect example of how you can build a million likes to your fan page but only be able to reach 10% of them 20% on a good day unless you spend money. Twitter has shareholders to answer to. They've got to make this beast profitable which I don't know how they're going to do it honestly. But ultimately everything that you do on Twitter, Facebook, LinkedIn, etc. should be building your brand and ultimately driving people to your website